#DoubleClick for Publishers or #Header Bidding: The Insider’s Guide to Choosing a Programmatic Buying Platform How does #HeaderBidding work? Step 1: A publisher partners with third party header bidding provider and implements JavaScript code within the header of each page. Step2: The code allows the header bidding partner to participate in every impression auction on the site this provides more opportunities for advertisers to bid on impressions and increase competition for publishers. Step 3: The highest bid from the header bidding partner is passed directly in the publishers' ad server Step 4: IN the ad server, based on publisher preference, header bidding partners can compete with all other demand sources, including internal and direct-by demand sources from the publisher. Step 5: Like any auction the highest bidding is displayed and the publisher can be confident that they have received the highest possible bid for their inventory. http://www.adopsguys.com/blog/ http://www.adopsguys.com/header-bidding-dfp/